In an era of increased visibility and more reflective leadership across professions, many Black women are being recognized for their excellence, remarkable and groundbreaking achievement, and commanding long overdue attention within the mainstream media. Yet, amidst this visibility, Black women still face unwarranted, disproportionate scrutiny and backlash, undermining their contributions, dismissing their ideas and discrediting their reputations.
Communications professionals often see awareness or recognition months as a media moment to amplify the stories of a historically underserved group; however, we have to continue normalizing representative storytelling every month.
When Malcolm X stated, “The most disrespected person in America is the Black woman. The most unprotected person in America is the Black woman. The most neglected person in America is the Black woman,” he eloquently outlined the pattern of discrimination and prejudice that explicitly targets Black women.
Today, that pattern of discrimination and prejudice has a more straightforward name: Misogynoir.
Understanding the concept of misogynoir is vital for PR and communications practitioners, especially when representing Black women clients. As Vice President Kamala Harris becomes the Presumptive Democratic Nominee for President of the United States, misogynoir could be on full display. Without an understanding of misogynoir, communications leaders aren’t equipped to navigate and address the unique challenges and biases Black women experience with increased visibility in media and public scrutiny and perception. While the concept of intersectionality, coined by legal scholar Kimberlé Crenshaw, sheds light on the interconnectedness of various forms of inequality, misogynoir delves deeper into the unique ways race and gender intersect.
If you’re a trusted advisor to a Black woman leader, you must hold yourself to the standard to deliver for them. Delivering for Black women means having the competence to understand the context of the systemic harms and barriers experienced by Black women. Sometimes, there are well-meaning allies who lack this competence, and it’s important for everyone to step their game up. That means equipping communicators with the language, understanding, and expertise to effectively support Black women who may face discrimination.
Let’s take a deep dive into the history of misogynoir and explore strategies to combat it as we strive towards a more equitable and inclusive public sphere.
What is Misogynoir?
First coined by black queer feminist scholar Moya Bailey in 2008, misogynoir (pronounced mi-soj-uhn-nwar) describes the intersection of anti-Blackness and misogyny that Black women uniquely experience, particularly within popular culture and digital media. Combining the terms “misogyny, the hatred for women, and the French word ‘Noir’” translated to Black, Bailey’s concept highlights the specific forms of discrimination and marginalization faced by Black women in these spheres.
Notable Examples of Black Women Experiencing Misogynoir
Shirley Chisholm
The release of Shirley on Netflix this year has brought newfound attention to the history maker and trailblazer Shirley Chisolm. She was the first Black woman elected to Congress and the first to seek the presidential nomination from a major political party. She faced relentless discrimination and terrorism during her campaign — from enduring constant ridicule in the media, like being blocked from participating in televised primary debates, to being subjected to questions aimed at undermining her platform and candidacy.
Ketanji Brown Jackson
In March 2022, Justice Ketanji Brown Jackson underwent a contentious historic senate hearing for her Supreme Court nomination and confirmation. Several Congressional Republicans tried to falsely claim that she was sympathetic to pedophilia. It was gross and deplorable.
Lisa Cook
A similarly scene happened during the initial confirmation hearing for Lisa Cook to become the first Black woman on the Federal Reserve Board of Governors. She faced unwarranted and unsubstantiated attacks against her qualifications by several individuals, including Sen. Bill Hagerty of Tennessee, Sen. Kevin Cramer of North Dakota, and former White House Economic Advisor Peter Navarro.
The attacks ranged from calling her “fundamentally not qualified” and a “purely race-based appointment” to claiming her background in economics “more like social science than it does economics and monetary policy”
Claudine Gay and Black Women Academics at Harvard
It’s important to note that examples of misogynoir happen across all professions. Attacks against Claudine Gay and other Black women academics are not in good faith. Claims attacking them over merit are not about merit. They're attacks that marginalize and question the achievements and competence of Black women who have proven their excellence. These conversations and bad-faith efforts have undermined the integrity of academic discourse and are a clear example of the different playbooks used to test academic achievement and validity.
A Path Forward: Providing Effective Counsel To Combat Misogynoir
Here’s what PR pros need to know to be ready to meet this moment for clients.
First, know the signs of Misogynoir – Increase awareness and learn how to spot misogynoir when it’s happening, and make sure you’re not intentionally or unintentionally perpetuating it. The Abuse and Misogynoir Playbook provides a clear outline of the cycle of misogynoir. In short, there are five steps in this cycle:
- First, a Black woman makes a contribution that disrupts the status quo, usually critiquing the systematically unfair structures of power.
- Second, people with power respond with disbelief to the contribution and attempt to devalue or discredit the contribution.
- Third, there’s ongoing skepticism toward the contribution made by a Black woman. That continued disbelief is advanced through dismissal, gaslighting, and discrediting of the original contribution.
- Fourth is the erasure of the contribution and efforts to prevent further contributions that disrupt the status quo.
- Fifth is revisionism, where new narratives are established, the initial contribution is disregarded, and a sense of chosen ignorance is established.
In short, trust and listen to Black women. As a communications expert, understand the signs so you can proactively implement systems to call out or respond to instances of misogynoir at your client's advice. Eventually, you may begin to intervene when necessary as you become more adept at spotting misogynoir.
Second, facilitate transparent and culturally competent media training for your clients - Black women are not treated by the same rules when it comes to media and visibility. As a communications professional, it is vital to understand misogynoir because it helps to inform recommendations during media training. Sometimes, combating misogynoir requires communicators to equip clients with skills to redirect conversations, control their narratives and prepare them with rebuttals and counter-arguments in anticipation of bad faith engagement or disruption.
Finally, understand the systems at play –By understanding that misogynoir is a systemic and interpersonal issue, it allows communicators to be better equipped to identify how these systems manifest themselves. It can range from microaggressions to systemic barriers that prevent Black women from succeeding. This knowledge is not just theoretical; as one furthers their understanding, they become increasingly empowered to actively challenge and dismantle these oppressive norms.
Communications professionals are often brought in because of their ability to assist a leader with telling their story. To effectively do this work, they must comprehend and understand the various systems and systemic prejudices like misogynoir that impact clients. Without this understanding, the narratives crafted might miss the moment altogether.
As a Black man in communications, I strive to elevate conversations that can educate my peers, challenge structures and traditions of institutions and systemic prejudices. Silence is not an option when systems are designed for someone's downfall. The incoming onslaught of bad faith attacks against Vice President Harris and visible Black women leaders may be rife with misogynoir, and communications professionals must be ready to combat and reject it.
Michael Franklin is the Founder and Chief Thought Leadership Officer of Words Normalize Behavior, an executive communications and coalition-building agency.